July Systems partners with NDTV Convergence for Mobile 2.0 initiative

July Systems has joined hands with NDTV Convergence to launch Mi SMS, touted as a revolutionary mobile Internet information service specifically created for the Indian market. The Mi SMS service will deliver Mobile 2.0 live, personalised, interactive and multi-media experiences on mobile devices. Consumers can access the Mi SMS service by sending ‘MiNEWS’, ‘MiCRI’ or ‘MiSTO’ to the NDTV short code 56388.

The Indian mobile market has seen significant adoption of SMS-based services. My Mobile Internet is claimed to be the industry’s first Mobile 2.0 platform. July Systems powers direct-to-mobile channels for media, sports, business, and entertainment brands in the SAAS (Software As A Service) model.

Sanjay Trehan, CEO, NDTV Convergence, said, “In a converged ecosystem, where content is moving beyond devices, our endeavour is to cater to the evolving needs of the changing consumer. Mi SMS will help mobile users get a taste of accessing the Internet on the go, with a technology that they are most comfortable with – SMS.”

Rajesh TS Reddy, Co-Founder & President, July Systems, said, “India is a unique market especially in terms of mobile usage behaviour. With over 100 million mobile Internet users, the country offers tremendous potential for Mobile 2.0 services. Tie the already tremendously popular SMS usage with content from India’s trusted brands, and one can start connecting the dots.”

July Systems is privately held and operates out of offices in New York, Los Angeles and Bangalore. Its customers include some of the most popular brands in the world, such as MTV, Comedy Central, Nickelodeon, Fox, National Geographic, CBS and Lifetime in the US, and NDTV, Indiatimes, and Mint in India.